Routledge Library Editions: Marketing (27 vols): Managing Marketing Information PDF
Preview Routledge Library Editions: Marketing (27 vols): Managing Marketing Information
ROUTLEDGE LIBRARY EDITIONS: MARKETING Volume 17 MANAGING MARKETING INFORMATION This page intentionally left blank MANAGING MARKETING INFORMATION NIGEL PIERCYAND MARTIN EVANS Firstpublishedin1983 Thiseditionfirstpublishedin2015 byRoutledge 2ParkSquare,MiltonPark,Abingdon,Oxon,OX144RN andbyRoutledge 711ThirdAvenue,NewYork,NY10017 RoutledgeisanimprintoftheTaylor&FrancisGroup,aninformabusiness ©1983N.PiercyandM.Evans Allrightsreserved.Nopartofthisbookmaybereprintedorreproducedor utilisedinanyformorbyanyelectronic,mechanical,orothermeans,now knownorhereafterinvented,includingphotocopyingandrecording,orinany informationstorageorretrievalsystem,withoutpermissioninwritingfromthe publishers. Trademarknotice:Productorcorporatenamesmaybetrademarksorregistered trademarks,andareusedonlyforidentificationandexplanationwithoutintent toinfringe. BritishLibraryCataloguinginPublicationData AcataloguerecordforthisbookisavailablefromtheBritishLibrary ISBN:978-0-415-83446-9(Set) eISBN:978-1-315-76199-2(Set) ISBN:978-1-138-79314-9(Volume17) eISBN:978-1-315-76149-7(Volume17) Publisher’sNote Thepublisherhasgonetogreatlengthstoensurethequalityofthisreprintbut pointsoutthatsomeimperfectionsintheoriginalcopiesmaybeapparent. Disclaimer Thepublisherhasmadeeveryefforttotracecopyrightholdersandwould welcomecorrespondencefromthosetheyhavebeenunabletotrace. Managing Marketing Information Nigel Piercy and Martin Evans © 1983 N. Piercy and M. Evans Croom Helm Ltd, Provident House, Burrell Row, Beckenham, Kent BR3 1AT Croom Helm Australia, PO Box 391, Manuka, ACT 2603, Australia British Library Cataloguing in Publication Data Piercy, Nigel Managing marketing information. 1. Marketing I. Title II. Evans, Martin 658.8 HF5415 ISBN 0-7099-2025-3 ISBN 0-7099-2026-1 Pbk Typeset by Leaper & Gard Ltd, Bristol Printed and bound in Great Britain by Billing & Sons Limited, Worcester. CONTENTS List of Tables List of Figures Preface Part I: Introduction: Decisions, Information and Systems 1. Marketing Decisions and Marketing Information 1 2. The Marketing Information System 17 Part II: Elements of the Marketing Information System 3. Marketing Productivity Analysis 45 4. Marketing Intelligence 65 5. Marketing Research 80 6. Market and Marketing Models 118 Part Ill: Managing Marketing Information 7. Developing Marketing Information Systems 139 8. Organisation for Marketing Information 187 9. Evaluating the Marketing Information Function 206 Index 216 This page intentionally left blank TABLES 1.1 The Management Process 4 1.2 Marketing Decisions 5 2.1 MkIS Authority and Sophistication in the UK 37 3.1 Marketing Cost Analysis: An Exporting Example 58 3.2 Identifying Functional Expenses 58 3.3 Allocating Functional Expenses to Marketing Entities 59 3.4 Allocating Costs to Marketing Entities 61 3.5 Export Market Profit and Loss Accounts 62 4.1 Environmental Scanning by Levi Strauss and Co. 67 4.2 A Sequential Stage Model of Strategic Environmental Scanning 73 5.1 Examples of Secondary Data Sources 84 5.2 Significance Testing Formalised 110 5.3 Other Significance Tests 112 6.1 Psychographic Research for Segmentation 122 6.2 Model of Marketing Research in New Product Development 126 6.3 Model of Individuals' Response to Marketing Communications 129 6.4 Distribution Research 132 7.1 The Buzzell, Cox and Brown Model for Defining Marketing Information Needs 153 7.2 Data Analysis and Decision Analysis Compared 156 7.3 Critical Success Factors and Management Information Needs 159 7.4 Nominal Group Technique - Critical Decisions and Information Needs 162 7.5 Scenario Writing for MkIS Implementation 176 7.6 Developing Cooperation in MkIS Change 178 9.1 Checklist for Auditing Marketing Research 212
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